At the end of Q3 2022, Google will automatically transform all Smart Shopping and all local campaigns into Pmax campaigns.
As early as April, Google Ads users will be able to transform their Smart Shopping campaigns with one click. Local campaigns will then follow in June.
What are Performance Max campaigns?
Performance Max campaigns or Pmax campaigns are Google’s new “all-in-one” campaigns. The Pmax campaign combines Google Ads on YouTube, Display, Search, Discover, Gmail, Maps and Shopping. All in a single campaign.
Instead of ad groups, Google now uses the term “asset groups.” An asset group, as the name suggests, consists of many different assets: title, descriptions, images, videos, call-to-action, company name, target URL, logos, shopping feed and target group signals.
Google then assembles the ads across the entire Google network from the various assets.
If we select “store visits” as a target or add store locations to the campaign, local ads are also played on Google Maps.
Google gives us insight into which asset combinations worked best. We can also view the performance of each asset and swap them out as needed.
Insight into keywords and search terms Google replaces with the bottom section in the “Insights” tab. Here we can see search terms sorted by categories, performance achieved with them and optimization opportunities.
Furthermore, Google provides us with the “Placement of the Performance Max campaign” report, which gives us insights into the campaign placements.
What stands out here is that the majority of placements are indicated as “Google Owned & Operated properties”.
Unfortunately, a more detailed insight is not possible here.
Are Pmax campaigns suitable for me?
So far, we have been able to achieve good performance in all areas with this new campaign type. Whether this was the “early bird bonus” can be said over time. But it can be assumed that the performance will drop a bit after gradually more accounts will set up Pmax campaigns.
Unfortunately, and Google once again provides “even” less insights. For us it is of course always interesting to get insights about placements, target groups and keywords and to be able to act in the best case. Unfortunately, any exclusion options (except for locations) also fall away. We can only guide target groups in the right direction with signals.
The bottom line is: if we want to rely on a wide range of playout options in the Google network, the Performance Max campaign makes perfect sense. The earlier you start, the better.
Do you need advice for setting up your Google Ads? Have a look at our overview!